On February 27, coinciding with the 100-day countdown to the college entrance exam (Gaokao), Yangyuan Six Walnut's annual 'Confucius Temple Blessing Ceremony' kicked off early! This is the second edition of the 'Qufu Confucius Temple Blessing Ceremony' for Six Walnut. The first edition was held last year on the 66 Brand Day. Unlike the previous one, this event started 100 days earlier, and Six Walnut also collaborated with Qufu Confucius Temple to launch a 'Confucius Temple Blessing Can', providing some relief and encouragement to students and parents during the intense exam preparation period. By persistently holding the Confucius Temple blessing event every Gaokao season, and achieving both product sales and brand reputation success, what is the thinking behind Six Walnut's brand actions? What can we learn from them? This article will analyze the mystery from three perspectives. Insisting on Doing the Right Thing, Brand Perspective: Focus on the 'Future Tense' For Six Walnut, the 'Confucius Temple Blessing Ceremony' is about insisting on doing the right thing, and it is something that will continue to happen in the future. Why do we say that? Confucius was the earliest thinker and educator in Chinese history to organize cultural classics and advocate reading and learning. Worshiping Confucius before exams is a universal traditional cultural custom with a high level of public recognition. Just as people eat mooncakes to commemorate Chang'e during the Mid-Autumn Festival, and eat zongzi to commemorate Qu Yuan during the Dragon Boat Festival, going to the Confucius Temple to worship Confucius before the Gaokao is also a customary ritual, a need for emotional sustenance for students and parents. People have already taken it as a habit. Whether out of respect for Confucius or a strong desire to pass the exam, it has become a icing on the cake. Although it can be skipped, doing it brings benefits without costly sacrifices, and the return is immense psychological satisfaction. How can people refuse such a thing? With the increasing prosperity of our country and the growing confidence of young people in traditional culture, it is not difficult to predict that in the future, the inheritance and development of traditional culture will receive more attention from the state and the people. So, from a brand perspective, it is not hard to understand why Six Walnut invests significant effort in binding itself to the 'Confucius Temple Blessing' IP. 'Confucius Temple Blessing' is a traditional cultural activity that has been ongoing for years and will continue to be passed down. Its significance is to convey traditional culture and Confucian culture to more people, continuously deepening its influence. This aligns with Six Walnut's core strategy of long-term communication with consumers, continuously conveying brand concepts, and deepening consumer mindshare. By persistently binding the brand to culture year after year, Six Walnut deeply associates itself with the Gaokao signal corresponding to 'Confucius Temple Blessing', just like Coca-Cola's deep association with the red symbol of 'Santa Claus'. It represents a stable, continuous, and compounding brand thinking. Product Perspective: Innovation Has Changes, but Also Constants As a super single product under Yangyuan, Six Walnut already possesses significant brand and product value. But is blindly seeking change the best strategy? At least Yangyuan doesn't think so. Focusing on the core product Six Walnut remains Yangyuan's basic foundation. Only by holding the basic foundation can they have the energy to innovate, and only by holding the basic foundation can they have core advantages that competitors cannot take away. Holding the basic foundation also ensures survival even in the face of major risks. So, we see changes in Six Walnut, including quality upgrades and packaging upgrades, but what remains unchanged is the product positioning of 'guardian of students' brain health', helping students easily supplement brain nutrition, relieve brain fatigue, and improve memory. Only through continuous technological iteration and quality improvement can we create better product experiences for consumers and meet different consumption needs in different periods. Since its listing in 2018, Yangyuan Beverage's R&D investment has been increasing annually. From 2018 to 2020, Yangyuan's R&D expenses were 21.4631 million yuan, 56.6009 million yuan, and 59.1999 million yuan respectively. In the past three years, among A-share soft drink companies, Yangyuan Beverage had the highest R&D investment. On one hand, the investment is for product line expansion in the plant protein category, launching new plant milk and functional products like Kamuning. On the other hand, the investment is fully reflected in Six Walnut. The high-end product Six Walnut 2430, with 24 grams of high-quality walnuts from three major golden production areas per can, and innovative upgrades in processes such as the 'five-fold fine grinding process', achieves further upgrades in taste and nutrition, making it delicious, easy to absorb, natural, and burden-free with 0 sugar and 0 cholesterol. The newly launched co-branded 'Confucius Temple Blessing Can' this year provides necessary brain nutrition for exam takers while delivering blessings to their hands, reducing psychological pressure and helping them face the Gaokao with confidence. Whether it's R&D investment or packaging innovation, Six Walnut consistently innovates around the core goal of serving students. The changes and constants here are worth our reflection. Marketing Perspective: Comprehensive C-end Refined Operations What are the characteristics of consumers in this era? Brands can no longer easily capture them! In today's fragmented and personalized consumer era, consumers are scattered across various channels, and marketing is no longer just one advertisement reaching everyone. Today's communication requires omni-channel operations, and in many channels, brands need to communicate directly with consumers. This is undoubtedly a huge challenge for traditional enterprises. Saying goodbye to traditional marketing methods and absorbing and practicing new marketing models is the strategic demand that Six Walnut is exploring and practicing. Currently, Six Walnut has completed an omni-channel strategic upgrade and precise marketing reach, launching different product types for different segments to meet the needs of different consumers in the new era. At the same time, they are carrying out diversified consumer-centric activities at the brand level, deepening C-end promotion and operations through digital tools, strengthening consumer relationships, and further increasing sales. From 'Six Six Great Luck' to IP building, and then to refined C-end operations, Six Walnut's innovation and transformation are still based on the concept of long-termism, expanding categories, innovating products, and enhancing consumer experience, making timely adjustments and changes to drive it forward into the future. Final Thoughts: What is the secret to a company's long-term success? Perhaps there is no standard answer. But we can glimpse some characteristics of companies that develop steadily and operate healthily. This article's analysis of Six Walnut from brand, product, and marketing perspectives only shows the tip of the iceberg, but one thing is certain: Six Walnut's overall perspective is grounded in the present and takes action toward the long-term future. For those things that can continue to happen in the future, Six Walnut tells us: we must insist on doing them! Are you 'watching' me?